Resumen

BENITEZ MARTINEZ, Carlos Alejandro; KWAN CHUNG, Chap Kau; RIQUELME BENITEZ, Carlos Rafael  y  RUIZ DIAZ VEGA, Myrna. Barriers and opportunities of digital marketing from the perspective of entrepreneurs in Paraguay, 2024. Rev. Int. Investig. Cienc. Soc. [online]. 2025, vol.21, n.2, pp.169-180. ISSN 2226-4000.  https://doi.org/10.18004/riics.2025.diciembre.169.

The general objective is to identify the barriers and opportunities of digital marketing from the perspective of entrepreneurs in Paraguay, 2024. The study had a qualitative, transversal approach with a descriptive and reflective scope. 23 entrepreneurs residing in Paraguay were interviewed, whose inclusion criteria consisted of recruiting participants who are dedicated to a venture, who have knowledge about the management of digital marketing and who participate voluntarily. A guide of 9 open questions categorized into Barriers and Opportunities of Digital Marketing was used, by snowballing in 2025. The results reveal that the majority of the companies interviewed have a robust and effective ICT. Furthermore, the lack of technical knowledge and integration of an effective system are some of the technological barriers encountered. Likewise, everyone has considered the human resources factor for the implementation of digital marketing. Finally, opportunities include better customer segmentation and easier market expansion. It is concluded that despite technological and economic barriers, entrepreneurs recognize the value of digital marketing to improve their competitiveness. The available infrastructure is adequate, although improvements in training and technological integration are still required. Digital marketing offers advantages and its proper use of digital tools and platforms optimizes customer service and facilitates market expansion.

Palabras clave : Digital marketing; entrepreneurs; barriers; opportunities; Paraguay.

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